Rodeo Drive

Wrangler's 21st century take on the old west

Text by Rupert Bickersteth

Tank _vol 7issue 27

Appropriately for the most uncompromising aspects of the cowboy lifestyle, the word “wrangler” comes from the Low German wrangen, meaning “to wrestle” or “to struggle”. Most of the seven unique details that appear on every pair of Wrangler jeans endeavour to make the rodeo ride of life less of a struggle: there are flat rivets to prevent scratching, strengthened stitching on the back pockets, and, of course, the rodeo-rope logo itself, an eternal reminder of the great outdoors. Part of the joy of jeans is that they provide the anonymity of the mass-produced workers’ uniform they were originally conceived as; still, the belief persists that somewhere out there, that elusive, uniquely perfect pair lies just out of reach. The holy grail is a personal stamp that can be added to a classic worn by billions. For autumn/winter, Wrangler’s answer to this dilemma is the bullet-tip permanent marker that comes with the regular Ace and low-rise, straight-leg Crank styles. Both forgo the usual back-pocket logo patch, leaving space for a doodle or signature. Even if graffiti is not your style, clean, classic styles in wool and leather mean there’s something for everyone. Wrangler has always played to its anti-brand strengths – there are no supermodels fronting their campaigns. It’s about what you make happen – or, now, what you make – in your Wranglers that counts.§

Photography: Viktor Vauthier / Styling: Pandora Lennard / Hair: Roxnne Attard using Bumble & bumble / Make-up: Kate Lindsey Using M.A.C Cosmetics / Models: Alex Wells at Next Models, Sarah Thomas All clothes by Wrangler